Purpose – This study aims to examine the impacts of demographic variables (gender, age, income, education) and food product involvement (FPI) on food‐related consumer decision‐making styles (CDMS). Design/methodology/approach – Original Sproles and Kendall's CSI instrument (1986) was applied in the food‐product context. Data were collected using consumer phone survey. Eight separate regression analyses were conducted to test hypotheses. In each model independent variables were socio‐demographic variables and FPI, while dependent variables were eight food‐related CDMS. Findings – Regression analyses indicate that each of food‐related CDMS are affected by different antecedent variables. Perfectionism, high‐quality consciousness was affected by gender, age, income and FPI; Brand consciousness by age, income and FPI; Novelty consciousness by FPI; Recreational, hedonistic shopping consciousness by gender, age and FPI; Price consciousness by age, education and income; Impulsiveness by age, education and income; Confusion by overchoice by education and FPI, and Brand loyalty by education, income and FPI. Originality/value – The study applies modified Sproles and Kendall's CSI instrument (1986) in the food product context. The present study also provides a more definitive conclusion about the relationships between demographics, FPI and food‐related CDMS. The analysis determined how demographics and FPI affect food‐related CDMS.
British Food Journal – Emerald Publishing
Published: Feb 25, 2014
Keywords: Consumer behaviour; Consumer decision‐making styles; Food product involvement